Marketing as a Function of Your Entire Organization
In a world where earned content is increasingly influencing marketing programs, marketing as a function is changing. Marketing can no longer live solely in your marketing department. From customer service to product development to human resources, it must live everywhere in your organization. If marketing isn’t tied to your overall business strategy, it’s pretty much useless.
The most telling example is the synergy between marketing and customer service. Do your customer-facing employees sit in the marketing department? No, they work on the front line, in the field, in your stores and service centers. Depending on how they interact with your customers, they foster either customer satisfaction or dissatisfaction. Your customer-facing employees thus wield incredible potential to influence your earned content.
Earned content is content that’s created by your customers on behalf of your brand. It could be a great review on Yelp, a gripe on Twitter, a user-generated YouTube video, a Facebook “Like” or a Google +1. Earned content has a powerful impact on your online marketing. It’s word-of-mouth marketing on search results pages and social networks. Your marketing department stays awake at night brainstorming ways to generate positive earned content and minimize negative earned content. But ironically, it’s your customer-facing employees — not your marketing department — that largely influence this content.
Consider this famous internet video: "A Comcast Technician Sleeping on My Couch." This video is five years old and still ranks No. 15 in a search for “Comcast” on Google. It's gotten 1.7 million views and 1,600 comments on YouTube. The video’s comments section is a gripe board for Comcast customers. The video is a thorn in the side of Comcast’s search marketing department, negatively affecting its reputation for years. Yet the video would never have existed if that one technician didn’t fall asleep on that customer’s couch. This example reinforces John Battelle’s point that the search engine index is the modern-day equivalent of carving our stories into stone.